Blogger Outreach: Friends, Foes & the need for Microtargeting


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2012 Digital Non-Conference panel presentation. Panelists include Kevin Dugan, Taylor Wiegert, Shannan Boyer, Erin Flynn and Debba Haupert.

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Blogger Outreach: Friends, Foes & the need for Microtargeting

  1. 1. Blogger Outreach» Panelist 411» (Really) Bad Pitches» How Pitches Go Bad» Outreach Tips» Q&A #outreach #dignc
  2. 2. Panelist 411Panel ‘s Combined ExperienceProfessional/ Outreach: 53 yearsPersonal/ Blogging: 31 years #outreach #dignc
  3. 3. Shannan Boyer, Scooter Media» Brands The Kroger Co., Protect-A-Bed, Blue Manatee Press, The Carnegie, Brazee Street, McCormick & Schmicks, Tide, Febreze, PUR, Brita, PBS Sprout, NOKIA, Gymboree, Lands End, Epson» Find Online, @shannanb #outreach #dignc
  4. 4. Kevin Dugan, The Empower Group» Brands The Empower Group, FRCH Design Worldwide, The Brandery, United Way of Greater Cincinnati, P&G, Meijer, National Institute for the Blind, Presto Foods, Fast Company, T-Mobile» Find Online, @prblog, @mediaispower #outreach #dignc
  5. 5. Erin Flynn, Canopi» Brands Microsoft, Lucky Magazine, The Huffington Post, Sundance Channel, Accessorize, ShoeDazzle, Sunglass Warehouse» Find Online, @realitychicblog, @getcanopi #outreach #dignc
  6. 6. Debba Haupert, Girlfriendology» Brands Honda, Sears, Frito-Lay, International Delight, Healthy Choice, The UPS Store, The Kroger Co., Truvia, TCBY, Wine Sisterhood, Biz Stain Fighter» Find Online, @girlfriendology #outreach #dignc
  7. 7. Taylor Wiegert, Powerhouse Factories» Brands Michaels Arts & Crafts, Shaw Floors, LensCrafters, Meijer, Chiquita» Find Online, @twiegert #outreach #dignc
  8. 8. (Really) Bad Pitches #outreach #dignc
  9. 9. (Really) Bad Pitches Porn (Ew) Think Link Mass Email Fleshdrive Brings High Resolution Hi NAME: We love Movies to the Palm Images & Samples your blog. Want to of Your Hand Available Upon write about our Request client? Dead Issue The Unvitation Magic Tarot Cards Who Died Today? Dear Family Fashion blog targets New Website Friendly college grads, not Makes Sure You’re CINCINNATI, want psychics. Always in the Know to attend our event – in New York City? #outreach #dignc
  10. 10. How Pitches Go Bad “One-Size Fits All” Doesn’t Fit Anyone at All
  11. 11. How Pitches Go Bad» Off-Target, Irrelevant Pitches • Geography, Editorial Focus, Personal Pet Peeves» List Quality Time • Using media database to find bloggers • Using technology as definitive source» So-Called Customization • Email marketing and other tools to help sender scale #outreach #dignc
  12. 12. How Pitches Go Bad» Treating bloggers like media Media Blogger Career Passion Ad Team, Editorial Ad/ Editorial Team is Team Separate One Person Deadline-Driven Competes for Time Short News Cycle Longer News Cycle #outreach #dignc
  13. 13. Media Relations Lifecycle Prepare/ React Build Pitch/ Relationship Follow Up Interview/ Next Steps Follow Up Story Runs #outreach #dignc
  14. 14. Blogger Outreach Lifecycle Participate/ Engage Build Relationship Pitch/ Follow Up Participate/ Next Steps Engage/ Follow Up Content #outreach #dignc
  15. 15. Outreach Tips #outreach #dignc
  16. 16. Outreach Tips: Taylor» Think Audience: Communicate the value for a blogger’s followers, NOT for the blogger» Right-Size: Technology is not a silver bullet, it’s a starting point» Be Present: Show you care about what the blogger’s audience cares about by being specific #outreach #dignc
  17. 17. Outreach Tips: Debba» Paid Media: Blogging is a profession/business» Less is More: An engaged, smaller community will get better results» Customize Opportunities: Get creative working together, ask for suggestions» Develop a Relationship: Plan for long-term partnership, ambassadors #outreach #dignc
  18. 18. Outreach Tips: Erin» It’s the Details: Make your pitch personal» Key to ID: Look for Relevancy, Expertise, Authenticity when reviewing blogs» Beyond Traffic: Consider more than pageviews when narrowing list; frequency and engagement are also important #outreach #dignc
  19. 19. Outreach Tips: Shannan» Stand Out: Subject lines and intros are important» Take Time: Blogger outreach takes time to do well, manage expectations» Eschew Automation: Dont mass email bloggers» Work Smart: Peruse blogs social media accounts» Help Out: Support the blogger’s work via your brand social media channels #outreach #dignc
  20. 20. Outreach Tips: Kevin» FMOT: The First Pitch, Isn’t a Pitch» Appetizer: News Release is Not a Pitch» Think Link: Less text, trackable» Get in the Microniche: • Women, Girlfriend, Aunt, Mommy, Family • Foodie, Vegetarian, Kosher, Gluten-Free • Cancer, Breast Cancer, Leukemia, Recovery #outreach #dignc
  21. 21. Blogger Outreach: Q&A #outreach #dignc
  22. 22. Find Online» Shannan Boyer » Debba Haupert, @shannanb,, @girlfriendology» Kevin Dugan » Taylor Wiegert, @prblog,, @twiegert, @mediaispower» Erin Flynn, @realitychicblog, THANK YOU, @getcanopi #outreach #dignc